RPR Report

lOMoARcPSD|25197285
Nikhil verma BBA- Research report project-2
Financial Management (Sharda University)
Scan to open on Studocu
Studocu is not sponsored or endorsed by any college or university

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)
A
RESEARCH REPORT
ON
A STUDY ON CONSUMER BUYING BEHAVIOR FOR FMCG PRODUCTS

ITC LMITED
Submitted in Partial Fulfillment Of the requirement

For the award of degree of
Bachelor of Business Administration
2019-2022
Submitted by: Under the guidance

of: NIKHIL VERMA
MR. RAJUL GUPTA Roll no: –
190630105069 Assistance Professor
Department of BBA
Lloyd institute of management and technology

11, knowledge park-2, Greater Noida, Gautam Budh Nagar
(U.P), India- 201308

ACKNOWLEDGEMENT
Every project big or small is successful largely due to the efforts of

number of wonderful people who have always given their valuable
advice lent a helping hand. I sincerely appreciate the inspiration, support
and guidance of all those people who have been instrumental in making
this project a success.
I would like to give special thanks and gratitude to Mr. RAJUL
GUPTA , Assistant Professor at LLOYD Business School, CCS
University, without whose support this project would not have seen
the phase of culmination. And thanks for mentoring and providing the
necessary data and information as and when required throughout the
project.
Last but not the least, I place a deep sense of gratitude to my family
members and my friends who have been constant source of inspiration
during the preparation this project work. I solely claim all the
responsibilities for any shortcoming and limitation in this work.

PREFACE
The report on Consumer buying behavior towards FMCG product
has been prepared in partial fulfillment of BACHELOR OF
BUSINESS ADMINISTRATION (BBA) from 1 march to 20 april 2022.
The report is an earnest endeavor made to understand the behaviour of consumer

about their preferences for FMCG products of ITC. I was required to conduct a
study on consumer behavior towards Aashirvaad flour and bring out the
potential and loyal retailers so that the company could maintain the market
leadership in the existing business scenario.
During the course of study, I visited around 100 shops and conducted personal
Study with the retailers to find out major competitors in FMCG products.
This report serves as a mean to enhance the learning and practical exposure
while doing the internship which provide me the platform where I will be able
to face the practical aspects of theoretical knowledge gained so far.
The corporate research project report was scheduled for around 45 days. It is
integral part of BBA curriculum. The information presented in this Project
Report was obtained from sources like Company Personnel, Company Websites,
Other Websites, Company Reports and Other literature.
The research report was challenging, gainful and interesting and it gives real
insight of the corporate world.
NIKHIL VERMA

Table of Content
S.no Particulars PAGE

NO
.
Cover page
Acknowledgement
Preface
Contents
1 Introduction to the topic 8-15
2 History of company 16-21
3 22-38
4 Research design 39-58
5 Data Analysis and Interpretation 59-71
6 Findings, Conclusions and 72-77

Suggestions
7 References 78-79
8 Appendices (Questionnaire, Data 80-82
Sheet, SPSS Output, etc.)

LIST OF TABLES:
Table No. TITLE
3.7 Literature review summary table
4.1 Types of Flour using by consumers.
4.2 Most Preferred brands
4.3 Places of Purchase

4.4 Factors influencing buying decision
4.5 Quantity of flour

4.6 Types of advertising Media
4.7 Opinion of Customers

4.8 Users of Aashirvaad flour
4.9 Rating of brand performance
4.10
4.11 Loyalty of brands

LIST OF FIGURES:
Figure No. TITLE
2.1 Product mix of ITC
4.1 Types of Flour using by

consumers.
4.2 Most Preferred brands
4.3 Places of Purchase

4.4 Factors influencing
buying decision
4.5 Quantity of flour
4.6 Types of advertising media
4.7 Opinion of customers
4.8 Users of Aashirvaad flour
4.9 Rating of brand performance

4.10 Reason for brand loyalty
4.11 Loyalty of brand

INTRODUCTION
1.1 Marketing concept:
Marketing is the communication between a company and the

consumer audience that aims to increase the value of the company or
its merchandise, or to raise the profile of the company and its
products in the public mind. The purpose of marketing is to induce
behavioral change in the receptive audience. The American
Marketing Association has defined marketing as "the activity, set of
institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients,
partners, and society at large."
The techniques used in marketing include choosing target markets

through market analysis and market segmentation , as well as
understanding methods of influence on the consumer behavior.
From a societal point of view, marketing provides the link between a

society's material requirements and its economic patterns of response.
This way marketing satisfies these needs and wants through the
development of exchange processes and the building of long-term
relationships. In the case of nonprofit organization marketing, the aim is
to deliver a message about the organization's services to the applicable
audience. Governments often employ marketing to communicate
messages with a social purpose, such as a public health or safety
message, to citizens.

1.2 TYPES OF MARKETING
● Services marketing
Services marketing relates to the marketing of services, as opposed to

tangible products. A service (as opposed to a good) is typically
defined by the paraphrase of 5 I’s:
❖ Inseparability - The customer cannot be separated from the

service and therefore, the use of it is inseparable from its purchase
(i.e., a service is used and consumed simultaneously)
● Intangibility - It does not possess material form, and thus

cannot be touched. Yet, many services are directly connected
to products. Services (compared with goods) can also be
viewed as a spectrum. Not all products are either pure goods or
pure services. An example would be a restaurant, where a
waiter's service is intangible, but the food is tangible.
● Service Products - Those pure services or major

service components, directly offered to customers, such
as a gig
● Product Services - Those service elements associated with a
physical object such as on-line shopping or instrument tuning

❖Inconsistency (Variability) – Every delivery of the service will be
different. Furthermore, the use of a service is inherently subjective,

meaning that several persons experiencing a service would each
experience it uniquely.
❖ Involvement – customer can tailor the service while using it (e.g.

hairdresser)
For example, a train ride can be deemed a service. If one buys a train
ticket, the use of the train is typically experienced concurrently with the
purchase of the ticket. Although the train is a physical object, one is not
paying for the permanent ownership of the tangible components of the
train.
❖ Right-time marketing
Right-time marketing is an approach to marketing which selects an appropriate

time and place for the delivery of a marketing message.
❖ Guerrilla marketing
Guerrilla marketing is an advertising strategy in which low-cost

unconventional means (graffiti or street art, sticker bombing, flash mobs) are
used, often in a localized fashion or large network of individual cells, to
convey or promote a product or an idea.

❖ Digital marketing
Digital marketing is an umbrella term for the targeted, measurable, and

interactive marketing of products or services using digital technologies to
reach and convert leads into customers. The key objective is to promote
brands, build
preference and increase sales through various digital marketing
techniques. It is embodied by an extensive selection of service, product
and brand marketing tactics, which mainly use the Internet as a core
promotional medium, in addition to mobile and traditional TV and
radio.
❖ Psychological marketing
Psychological marketing deals mainly with intangible aspects of

communications, on the role of mental images and representations. The
Psychology of Marketing represents an interdisciplinary research area,
where several contributions converge, from cognitive science,
neuroscience, social psychology, and dynamic psychology. Early
contributions were rooted mainly in social psychology, with a strong
attention to attitude research and the analysis of behavioral effects.
Recent approaches include a comprehensive analysis of several areas,
including neuroscience, linguistics, and experimental research.
Key aspects are: effects of visual and verbal messages on mental maps,
effects of advertising on attitudes and emotions, psychophysiological
response to advertising messages and products observation, effects of

marketing on emotional states, consumer psychology insights.

1.3 Consumer Buying Behavior
The collective actions, including the searching, evaluation, selection,
purchasing, consuming, disposing of products, taken by consumers in
determining which goods and services hold the most value for meeting
their wants and needs. Marketers study consumer buying behavior to
determine the influence of psychological, sociological, demographical,
and cultural factor shave on buying decisions.
The ultimate objective of all production is consumption for the

satisfaction of varied needs of man. A free market economy provides
freedom to the consumers to buy and consume goods of their choice.
Buying preferences of the consumers send signals to the producers to
produce various commodities in required quantities. Producers,
therefore, produces only those commodities which are desired by the
consumers. Consumer behavior is related to likes and dislikes and
expectations of the consumers. Consumer behavior has changed in
recent year sowing to enhanced awareness, information technology
and more importantly governmental intervention through legislations.
Thus, the manufacturers are more cautious in dealing with consumers
of their respective products. In recent years, the lifestyle of a large
number of consumers in India has changed dramatically and the
process of change is on. The buying behavior of the consumers is
influenced by several factors such as socio-economic conditions,
cultural environment, literacy level, occupation, geographical location,
efforts on the part of sellers, exposure to media etc.

Consumer behavior in the market is perplexing because of a singular
lack of consistency in groups which are homogeneous in parameters of

demographics-Age, occupation, education and income. The study of
consumer behavior implies how & why a particular consumer reacts to
the decisions of producers. It is the study of how individual make
decision to spend their available resources (time, money, effort) on
consumption related items. It includes the study of why they buy it,
when they buy it, where they buy it, how often they buy it & how
often they use it.
This study focused on understanding the consumer buying behavior
of FMCG products with reference to Aashirvaad flour. It also focused
on the issue that whether the marketing strategies are properly
implemented or not. The study would be beneficial for the ITC
Company to formulate the strategy for future.

COMPANY PROFILE
2.1 COMPANY OVERVIEW
ITC is one of the India`s foremost private sector companies with a

market capitalization of nearly US $ 15 billion & a turnover of US$ 6
billion. Rated among the World`s Leading Companies by Forbes
magazine, ITC ranks third in pre-tax profit among India`s private Sector
corporation.
ITC is one of India's foremost multi-business enterprise with a market
capitalization of US $ 50 billion and a turnover of US $ 8 billion. ITC
is rated among the World's Best Big Companies, Asia's 'Fab 50' and
the World's Most Reputable Companies by Forbes magazine and as
'India's Most Admired Company' in a survey conducted by Fortune
India magazine and Hay Group.
ITC also features as one of world's largest sustainable value
creator in the consumer goods industry in a study by the Boston Consulting
Group. ITC has been listed among India's Most Valuable Companies by

Business Today magazine.

The Company is among India's '10 Most Valuable (Company) Brands',
according to a study conducted by Brand Finance and published by the
Economic Times. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.
As one of India`s most valuable & respected corporations, ITC is widely
perceived to be dedicatedly nation- oriented. Chairman Y C Deveshwar
calls this source of inspiration (a commitment beyond the market).
In his own words; (ITC believes that its aspiration to create enduring
value for the nation provides the motive force to sustain growing
shareholder value. ITC practices this philosophy by not only driving
each of its businesses towards international competitiveness but by also
consciously contributing
to enhancing the competitiveness of the larger value chain of which
it is a part).
ITC`s diversified status originates from its corporate strategy aimed

at creating multiple drivers of growth anchored on its time-tested
core competencies: unmatched distribution reach, superior
brand-building capabilities, effective supply chain management &
acknowledged services skills in hoteliering. Over time, the strategic
forays into new businesses are expected to grammar a significant
share of these emerging high-growth markets in India.

● One of India’s most Admired and Valuable companies -
Market Capitalization: ~Rs. 3.2 lakh crores
● A US$ 8 billion enterprise by Revenue - 58% of Net
Revenue from non-Cigarette segments
● Leading Fast-Moving Consumer Goods (FMCG) marketer in
India- Established several world-class brands in the last 10 years.
● 10-year Value Addition ~ Rs. 2.8 lakh crores (US$ 51 billion).
75% of the incremental♣ Value-Added accrued to the Exchequer
over the last 5 years. - Among the top tax payers in the country.
● ITC& its Group Companies employ over 32,000 people directly;
Sustainable development models and value chains have supported
creation of ~6 million sustainable livelihoods.
● A global exemplar in sustainable business practices - Only

enterprise in the world of comparable dimensions to have
achieved and sustained the 3 key global indices of environmental
sustainability of being 'water positive' (for 15 years), 'carbon
positive' (for 12 years), and 'solid waste recycling positive' (for
10 years).

2.2 History of ITC
ITC was incorporated on August 24, 1910 under the name of 'Imperial
Tobacco Company of India Limited'. A leased office on Radha Bazar
Lane, Kolkata, was the center of the Company's existence. The
Company celebrated its 16th birthday on August24, 1926,
by purchasing the plot of land situated at 37, Chowringhee, (now
renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000.
The Company's ownership progressively Indianised, and the name of the
Company was changed to I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a wide range of
businesses - Cigarettes &Tobacco, Hotels, Information Technology,
Packaging, Paperboards & Specialty Papers, Agri-Exports, Foods,
Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in
the Company’s name was removed effective September 18, 2001.
ITC's Packaging & Printing Business was set up in 1925 as a strategic
backward integration for ITC's Cigarettes business. It is today India's
most sophisticated packaging house.
In 2002, ITC entered the confectionery and staples segments with the
launch of the brands mint-o and Candyman confectionery and
Aashirvaad Atta (wheat flour). 20018 witnessed the introduction of
SunFest as the Company entered the biscuits segment.
As one of India's most valuable and respected corporations, ITC is
widely perceived to be dedicatedly nation-oriented. Chairman Y C
Devesh war calls this source of inspiration “a commitment beyond the
market "ITC employs over 26,000 people at more than 60 locations

across India. The Company continuously endeavors to enhance its
wealth generating capabilities in a globalizing environment to
consistently reward more than 3,75,000 shareholders, fulfill the
aspirations of its stakeholders and meet societal expectation.
2.2.1 ITC VISION
Sustain ITC’s position as one of the India’s most Valuable corporations
through world Class performance, creating growing value For the Indian &
the company’s Stake holders.
2.2.2 ITC MISSION

To enhance the wealth generating capability of Enterprise in a globalizing
environment, delivering Superior & sustainable stake holder value. Over
the years, ITC has evolved from a single Product Company to a multiple
business corporation. Its business separated over a wide spectrum, Ranging
from cigarettetes & tobacco to hotels Packaging, paper & paperboards
&international.
2.2.2 Commodities trading
ITC defined Corporate Governance as a systemic Process by which
companies are directed & controlled to enhance their wealth generating
capacity.
Since large corporation employ vast quantum of a societal Resources, we
believe that the governance process
Should Ensure that these companies are managed in a manner that Meets
stake holder’s aspirations & societal expectations.

2.2.6 CORE PRINCIPLES
ITC`s Corporate Governance initiative is based on two core principles.
These are Management must have the executive freedom to drive the
enterprise forward without undue restraints; and This freedom of
management should be exercised with in a framework of effective
accountability
2.2.7 CONTROL
ITC believes that control is a necessary concomitant of its second core
principle of governance that the freedom of management should be
exercised within a framework of appropriate checks and balances.
Control should prevent misuse of power, facilitate timely management
response to change, and ensure that business risks are preemptively and
effectively managed.

2.2.8 SWOT ANALYSIS
SWOT Analysis
1. ITC has a strong and experienced

management
2. Strong brand presence, excellent products
advertising
3. Diversified product and services portfolio
which includes FMCG, Hotel chains, paper &
packaging and agri-business
4. Over 6500 E-Choupal CSR activities and
sustainability initiatives enhance ITC’s brand
image reaching over 4 million farmers
5. ITC limited employees over 25,000 people
Strengths
6. Excellent research and development
facilities
1. ITC is still dependent on its tobacco revenues

and people have cheaper substitutes and other
brands
2. Hotel industry has not been able to create a
Weaknesses
huge market share

1. Tap rural markets and increase penetration
in urban areas
2. Mergers and acquisitions to strengthen
the brand
3. Increasing purchasing power of people
thereby increasing demand
Opportunities 4. More publicity of hotel chains to increase
market share
1. Strict government regulations and policies

regarding cigarettes
2. Intense and increasing competition amongst
other FMCG companies and hotel chains 3.FDI in
retail thereby allowing international brands
Threats

2.2.9 PRODUCT MIX OF ITC
Figure

ITC COMPETITORS
ITC Competitors in FMCG segment

The various ITC competitors with respect to FMCG and Hotels.
1) HUL
Hindustan Unilever Limited (HUL) is the largest Fast Moving Consumer

Goods Company located in India. It has a rich 80 years of legacy in this
field. Almost, nine out of ten Indian households make use of the products of
HUL.
The company works daily for a better future to make people feel and look
good with their various brands and services. The main product includes
cleaning agents, food products, personal care products, and water purifiers. t
has about 35 brands which span across 20 distinct categories like
detergents, soaps, skin care, deodorants, tea, coffee, ice cream, packaged
food, and many more. The main strength of this company is its innovation.
The company’s research center continuously works and develops innovative
products which make HUL lead the consumer goods market. As HUL is
considered as a market leader in consumer goods, it is indeed a top ITC
competitor.

2) P&G
A popular American multinational consumer goods corporation, P&G is

headquartered in Ohio, United States. It manufactures a wide range of
consumer goods. The company has its business operations in five main
segments, Grooming, Health Care, Fabric & Home Care, Beauty, and Baby,
Feminine & Family Care.
The company sells their products in about 180 countries and territories
mainly through grocery stores, department stores, merchandisers,
membership club stores, baby stores, online store and through many
other channels. It is one of the major providers of hygiene and healthcare
consumables.
One of the main strengths of P&G is that it has its own brands which are
valued by them and customers. It has a huge product portfolio and due to
which the economy of the sales increases. Due to their excellent R&D
and brand value, P&G is con

3) Nestle
Nestle is a food processing industry located in Switzerland. Established in

the year 1866, Nestle is the largest food company in the world based on
revenue. The various products of Nestle include medical food, baby food,
breakfast cereals, bottled water, tea, coffee, dairy products, confectionery,
frozen food, ice cream, snacks, and pet foods.
The company has about eight factories and many co-packers. It is a lively
company which provides their consumers with various products of global
standards. The company has about 200 brands that range from global to local
ones and their products are available in almost 191 countries. The research
and development center of Nestle is the world’s largest food and nutrition
research organization. Due to their broad portfolio of products, nestle is
considered a top ITC competitor.

4) Godrej Consumer Products
Indian Consumer Goods, Godrej Consumer Products Limited (GCPL) is based

out in Mumbai. It is engaged in manufacturing of various products which
includes hair colorants, soap, liquid detergents, and toiletries.
The company has many brands which include, Godrej Fair Glow, Cinthol,
Godrej No.1, and many more. At present, the Group has about 1.1 billion
consumers worldwide and across various businesses. The company is ranked
the largest in household insecticide and hair care players.
The company is also at the top in producing the hair care needs of the
consumers. GCPL creates own strong brands in various business segments. It
focuses on innovation and expands their product portfolio by introducing
many new products. Due to their strong market position in many categories,
GCPL is considered a top ITC competitor.

5) Godfrey Philips India Ltd
Godfrey Phillips India Limited is a lead company of the Modi Enterprises. It

is one of the largest cigarette manufacturers in India. The company
produces some of the best cigarette brands in the country which includes
Red & White, Foursquare, and Cavender’s. Over the years, Godfrey Phillips
India has expanded its portfolio of products outside cigarettes and tobacco.
The company started producing mouth freshener and confectionery segments

with Pan Vilas Silver Dewz, Pan Vilas pan masala, and FundaGoli candies.
In the global market, it collaborated with some leading players to offer
product support, tailor-made services, and professional services. Due to
their service and product portfolio, Godfrey Phillips India Limited is

6) Danone
A popular French food product company, Danone is based out in Paris.

It operates in food and beverage industry worldwide. The company has their
business operations through their four segments, EDP Norma,
EDP International, Waters, and Specialized Nutrition.
It offers various products like Yogurt, almond and soy milk, ice creams,
powdered proteins, and many more. The company also provides oral and
tube feeding products which are used for the nutritional treatment of babies
and children; hypoallergenic products, liquid oral nutritional supplements
for babies and children.
The products by Danone are produced using superior quality raw materials
and processes. Danone’s yogurt has a top selling product and it has a good
record of health benefits. Due to their products in various categories, Danone
is considered a top ITC competitor.

7) Coca-Cola
The Coca-Cola Company is a main player in the beverage industry. It is a

producer, supplier, and marketer of concentrated syrups and beverages. The
company consists of the corporate division which is headquartered in
Atlanta, Georgia and also partners with 300 companies for bottling. It is top
in producing aerated beverages, ready-to-drink coffees, and juices.
The company was established in the year 1892. The four main leading
carbonated soft drinks are Diet Coke, Coca-Cola, Fanta, and Sprite. It is also
the second largest provider of sports drinks and packaged water and third in
the energy drink.
The company is popular for their eye-catching advertisement. Their

advertisement connects emotionally with people of all ages. It has a strong
financial position through their acquisitions with Thumps Up, Minute Maid
etc. Due to their brand value, Coca-Cola is considered a top ITC competitor.

8) Colgate
Colgate is a consumer products company which is based out in

New York, United States. The company produces and supplies various
health care, personal care, and household products. The products of
Colgate are marketed in about 200 countries worldwide.
The company operates in two main segments. One segment focuses on oral
hygienic products, detergents, and soaps. The other segment focuses on
veterinary products for cats and dogs. It is a global leader in oral care
producing the leading brands of toothpaste and the manual toothbrush.
The worldwide market share of Colgate’s toothpaste was estimated
about 44.4%, and that for manual toothbrushes was estimated about 33.4%
during the year 2014. The oral care business also includes pharmaceutical
products. The company has a wide range of products categories and their
chances of success and finance are in a better position. Due to high market
share, Colgate is considered a top ITC competitor.

9) Dabur
A popular Ayurveda medicine and natural consumer products

manufacturer, Dabur is an Indian company. The portfolio of Dabur’s FMCG
includes five leading brands. Their brands are well known by the name
Dabur for healthcare products, Vatika for personal care, Hajmola for
digestives, Fem for skin care products, and Real for fruit juices.
The products of Dabur have a huge presence in the international markets and
are available in about 120 countries. The revenue from the international
market is about 30% of the total turnover. It is well placed among its
customers. Dabur is considered as the fourth largest company in FMCG
segment. It has a great distribution network worldwide. Due to their brand
and the quality of products, Dabur is considered a top ITC competitor.

10) Marico
An Indian consumer company, Marico is based out in Mumbai. It is a

leading company which manufactures personal consumer products and
provide services in the beauty sector. The company has about eight factories
located in India.
It is considered as a popular FMCG company in India. The company was

established in the year 1948 by Mariwala family in Mumbai. They set up
Bombay Oil Industries Limited (BOIL) which manufactured coconut and
vegetable oil. Over the years it has successfully created various brands in
hair and edible oils and expanded itself into branded consumer products.
The main strength of Marico is the success of the famous brand of coconut
oil, Parachute which is famous in almost all household. Due to their
production using own strategy and its growth over the years, Marico is

11) L’Oréal
L’Oréal is a top skin care and beauty brand that is sold in many retail
outlets. It produces the most innovative products for the consumers. The
products of L’Oréal are sold in almost 120 countries worldwide.
The Consumer Products Division of L’Oréal produces the best of cosmetic

innovation. Their products are distributed through various channels like
supermarkets, hypermarkets, traditional stores, drugstores and online stores.
The company produces a wide range of colouring products, makeup, hair

care, and skin care. The main strength of this brand is their vast product
line which focuses on personal care and cosmetics. It has an excellent
research and development team to ensure the safety of their products. Due
to their wide presence worldwide and their product quality, L’Oréal is

ITC Competitors in Hotels
12) Leela Hotels
An Indian luxury hotel chain, Leela Hotels was founded in the year 1986 by
C.P. Krishnan Nair. This hotel is a group of nine luxury hotels and palaces.
Over the years, the company has been on a continuous journey to make the
travellers comfortable that crosses their path.
The main goal of the hotel is to provide the most a memorable and magical
stay at their 5-star hotels and to deliver the essence of India. Over the 30 years,
Leela Hotels has grown to get a first-class collection of almost nine award-
winning luxury hotels that are spread across the main destinations in India.
The main strength of this hotel is the brand and being the main player in the
hotel segment. It has about seven, five-star hotel managing about 2128 rooms
in the country. Due to their quality of rooms and their service, Leela Hotels is

13) Taj Group of Hotels
Taj group of hotels is an international chain of resorts and hotels that is

headquartered in Mumbai, India. It was founded by the Tata group during
the year 1903. The company has about 99 hotels and resorts across 83
locations in India and 16 in other countries.
From the world eminent landmarks to the contemporary business hotels,

beach resorts to outstanding palaces, each Taj hotels provides a fusion of
Indian hospitality, modern luxury, and superior service. The Taj Mahal
Palace located in Mumbai is an iconic flagship and this hotel has set a
benchmark for luxury and fine living. It is considered to be the best luxury
hotel chain in India. Due to their brand value, Taj group of hotels is

14) Oberoi Group of Hotels
A famous hospitality company, Oberoi Group is headquartered in Delhi. The

company operates more than 30 luxury hotels and two river cruise ships in
almost six countries. It operates with the brand name Trident Hotels and
Oberoi Hotels and Resorts.
This group of hotels was established in the year 1934 by Raj Bahadur Mohan
Singh Oberoi. Over the years the company expanded its growth with
properties in Indian and abroad. This hotel provides the right blend of
luxury, service and it is very efficient. It is being acknowledged for its
excellence in all its operations. It has received various awards. The main
feature of this group of hotels is that it is highly motivated and has well-
trained staff to provide superior quality of service.
This luxury hotel has established its reputation and set an example of luxury
in service amongst the various hotels in the world. Due to their strong base
of the client in the commercial sector and its brand, Oberoi Group of Hotels
is considered a top ITC competitor.

15) Sarovar Group of Hotels
Sarovar Group of Hotels is a famous hospitality company was founded in the

year 1993 and headquartered in Mumbai, India. It manages a chain of hotels
for business and leisure travels spread across various destinations in Indian
and overseas. The company provides various facilities like rooms and suites,
meeting and conference rooms, and catering services.
The other portfolios include restaurants, resorts, pubs, and corporate

hospitality services. It operates under the brands Sarovar Premiere and Park
Plaza for the five-star segment, Sarovar Portico and Park Inn for three to
four-star segment, and Hotel for three-start to budget segment. Due to their
various kinds of hotels and resorts worldwide, Sarovar Group of Hotels is

ITC Competitors in Cigarettes
16) Philip Morris International
With brands like Marlboro, L&M and others in its belt, without a doubt a
top ITC competitor in the cigarette industry is Philip Morris International.
Philip Morris is an American origins company which has worldwide
distribution of its cigarette brands. Cigarettes are a major revenue driver for
ITC and Philip Morris hits ITC in the premium brands of cigarettes.
Philip Morris acquired Godfrey Philips, a major Cigarette manufacturer and

distributor in India which is a majority playground for ITC. The combined
power and deep pockets of Philip Morris is a challenger to the market share
of ITC.

Conclusion
The FMCG and the Hotel industries are increasing in the market and these
industries are moving at a very fast pace to achieve their business goals and
objectives. ITC is making use of the expertise and considering the current
trend in FMCG and Hotel is trying its best to meet the requirements of the
people.

Research Methodology
This research is descriptive in nature as the study aims to find out the
consumer behaviour about FMCG product. The study is carried out the
naturalistic observation and survey questioning, which are attributes of
descriptive research.
3.1 Introduction to Research Problem:

A research problem is a definite or clear expression [statement] about an
area of concern, a condition to be improved upon, a difficulty to be
eliminated, or a troubling question that exists in scholarly literature, in
theory, or within existing practice that points to a need for meaningful
understanding and deliberate investigation. A research problem does not
state how to do something, offer a vague or broad proposition, or present
a value question.
To analyze the sales & distribution of Aashirvaad flour in

different places of Jaipur city and find out the reason
for decrease in its sales and also finds out the differences between its
competitors’ product.

3.2 REVIEW OF LITERATURE
A literature review is a text of a scholarly paper, which includes the

current knowledge including substantive findings, as well as
theoretical and methodological contributions to a particular topic.
Literature reviews are secondary sources, and do not report new or
original experimental work. Most often associated with
academic-oriented literature, such reviews are found in academic
journals, and are not to be confused
with book reviews that may also appear in the same publication.
Literature reviews are a basis for research in nearly every academic
field. It is an evaluation report of studies found in the literature
related to your selected area.
It should be defined, precise, evaluated and clarifies the
literature.
Broad bridge Adeline & Morgan Henry (2007), consumer buying

behavior and perception toward retail and brand baby products. A
two-stage research methodology consisting of both qualitative and
quantitative research techniques was adopted.
The population was defined as ‘parents of children under the age of five
who use baby care products.

Hyson Bytyqi & Mensur Vergara (2008) have research on analysis of
consumer buying behavior in regard to dairy products in Kosovo. This
survey was carried out by the Department of Livestock and Veterinary
Sciences, Agriculture Faculty of Pristina, Kosovo during 2007.
Interviews of 304 respondents were conducted in super-markets (677)
and mini- markets (397) and later 23 interviews were completed in green
market mainly for Sharri cheese and curd. To study the reasons for
choosing milk products upon supply, a coding approach from 1- 5 was
used (1 = very important; 2 = highly important; 3 = average; 4 = less
important; 5 = not important). Perception of consumers about dairy
products was assessed using different variables i.e. habits, trust, price,
quality, package, age of consumer, origin of product, type of shop, brand
and gender of consumer. It was conclusion after analysis that the
packaging has great effect on the purchase of dairy products.

Nuntasaree S. and E Barry (2008) published a paper with subject
of a model of male and consumer behavior in buying
skin care products in Thailand. The conceptual model of male consumer
behavior in buying skin care products beliefs in product attributes
Quality, Price, Brand, Packaging, Advertising, Promotion, Salesperson,
Distribution. This study used a quantitative research method. A
convenience sample with a shopping mall-intercept technique was
employed for the sampling method. The closed-ended questionnaire
developed from standard questions of relevant literature was chosen as a
research instrument. The Statistical Package for the Social Sciences
program (SPSS) version 15.0 was used in this study with a 0.05 level of
significance for all of the statistical assessments. The data set was
screened and examined for incorrect data entry, missing values,
normality and outliers.
Gupta Kriti Bardhan (2009) had studied on Consumer Behavior for

Food Products in India. primary data was collected from 326
respondents in Uttar Pradesh and National Capital Region The relative
importance of various food purchasing criteria was estimated for four
different food categories, food and vegetables; milk and milk
products; food grains and pulses; and processed foods on 1-5 scale,
The present study explored the consumer behavior for food products
in India from different

perspectives. People accepted the fact that their food habits get affected
with the shifting to a new region but many basic buying and
consumption behavior do not change. Some of the changes in buying
and consumption behavior of relocated people, which were observed
after their settlement to a new region, were not significantly different
from the level of changes in behavior of non-moving people. However,
compared to the last 10 years, people have started preferring more
healthy foods and are willing to try out new dishes. They tend to learn
cooking and eating new food items after relocation without
discontinuing their traditional food items. There is also influence of
children on the type of food items that they eat.
Deliya Mitul & Parmar Bhavesh (2012) has studies the “Role of
Packaging on Consumer Buying Behavior – Patna District”. The aim of
this article is to get the A study to point towards role of packaging on
consumer buying behavior. The basic purpose of this it is to find out
how such factors are behind the success of packaging. The purpose of
this research is to know the relationship between independent variable
and dependent variables. The research is based in Patna District of
Gujarat (India). The packaging is the most important factor. The
consumer buying behavior is dependent on the packaging and on its
features. Packaging elements like Packaging color.

Background Image, Packaging Material, Font Style, Design of wrapper,
Printed Information and Innovation is taken as predictors. Due to
increasing self-service and changing consumers’ lifestyle the interest in
package as a tool of sales promotion and stimulator of impulsive buying
behavior is growing increasingly. So, package performs an important
role in marketing communications, especially in the point of sale and
could be treated as one of the most important factors influencing
consumer’s purchase decision.
Mr. Kiran & Sulekha (2013) In India more than 72% population is
living in villages and FMCG companies are famous in selling their
products to the middleclass households, it means rural India is a
profitable and potential market for FMCG producers. Rural consumers’
incomes are rising and willing to buy the products which improve their
lifestyle. Producers of FMCG have to craft their marketing strategies
exclusively for rural consumers.
In this process they need to understand the rural consumer buying
behaviour which may differ geographically. The present study focuses on
the understanding of rural consumer buying behavior for FMCG in
Haryana. The study stresses on the factors which the purchasing of rural
consumers. The study was conducted in four districts of Haryana namely
Panipat, jind, Kurukshetra and Gurgaon.

Qassim M. Shahbaz & Agarwal Swati (2014) studied the field of
consumer behaviour towards FMCG products. There is marvelous
complication in consumer behaviour. There may be several aspects
both rational and emotional that may act mutually in influencing the
purchase decision. Deva Prasanna (2013 showed) importance of
packaging design as a vehicle for communication and branding is
growing in competitive markets for packaged FMCG products. This
research utilized a focus group methodology to understand consumer
behaviour towards such products. C. Muthuvelayutham (2012) in his
study showed that among the variables age, education level and gender
have the most significant impact on consumer’s brand loyalty.
Donkor Jacob & Kwarteng Collins Kankam Et.al (2014) investigate

consumer perceptions and choice dimension of locally produced and
imported flour in Kumasi metropolis. Specifically, the paper aimed to test
the relationship among price, quality and quantity in the consumer choice of
imported flour and locally produced flour.

One hundred and twenty-three (123) consumers (household and
commercial) of flour participated in the study. The research also
revealed that, respondents disagreed that locally produced flour is of
higher quantity than imported flour. In spite of the fact that the study
found Price as major determinant factor in influencing the purchasing
decision of consumers for flour, the relationship among the three
variable prices, quality and quantity as shown by the correlation analysis
is weak.
Kumar A, H. Hemanth & S. Franklin John (2014) conducted a

study is to investigate internal and external influences on consumers
purchasing decisions on cosmetic products in Tamil Naidu and Kerala.
The purpose of this study is To Find how consumer buying behavior
factors influence Consumers when purchasing cosmetic products and
to study the influence of Income Level of the respondents on consumer
buying behavior dimensions.
B.V.N.G. Chandrasekhar (2012) conducted a study on fmcg
products within the broad framework of marketing, consumer behavior
is the most interesting area and one concerned with understanding why
an individual consumer acts in certain consumption related ways. The
complexity of behavior, however, varies with the nature of the product
and need. While buying a product to satisfy an individual need do the
Brand plays an important role or not, in this regard a study has
conducted in rural areas to know the importance of Brand in consumer
buying behavior of FMCG goods.

Table 3.2 Literature review Summary Table
Paper title
S. No Research Methodology Conclusion
Author &Year of
objective
Publication
1. Broad Retail-brand To Find how Qualitative This research

bridge baby- consumer and investigated
products:
Adelina What do behaves when quantitative consumer
& consumers purchasing research perceptions of
think? (2007)
Morgan cosmetic techniques Baby-care
Henry products. was adopted. products.
2. Hyson Analysis of The aim was The This survey

Bytyqi & consumer to develop the information shows that
Mensur behavior in dairy sector from interview dairy
Vergara regard to and using was collected companies
(2008) Dairy fresh milk as and inserted put more
products in a promoter. directly in emphasis on
Kosovo (200 questionnaire effective
8) marketing
policy.
Downloaded by Nitesh Tiwari 4(2 022niteshtiwari@akgim.edu.in)

Downloaded by Nitesh Tiwari 5(2 022niteshtiwari@akgim.edu.in)
3. Nuntas A MODEL The chief .A This study
-aree S OF MALE purpose of the implies that
convenience
and E CONSUME research is to TRA can be
sample with a
Barry R BEHAVIO examine the successfully
shopping mall
UR IN phenomena of applied to
intercept
BUYING male Thai male
technique was
SKIN CARE consumer consumers.
employed for
PRODUCT behaviour.
the sampling
S IN
method.
THAILAN
D (2008)
4. Gupta “Consumer To Know A Descriptive The outcome
Kriti Behavior about Research of this study is
Bardha towards consumers’ Design was vital to
n Functional consciousness deliberated as functional
, Foods in s of food most suitable food
Khadka India- components. for this developers.
-eetal (2009). research.
Downloaded by Nitesh Tiwari

5. Deliya-M CONSUME Important This research The research
itul & R BEHAVIO attribute in was conducted work has been
Parmar R research through successfully
Bhavesh TOWARDS Convenience, Exploratory completed and
THE NEW Brand Name, research as it has helped
PACKAGI Aesthetic, well as us to
NG OF Information. Descriptive understand the
FMCG research. mindset of the
PRODUCT Consumers
(2012)
6. Mr. An The main For this data It can be
Investigation objective of has been concluded
Kiran &
of Consumer the present collected that FMCG
Sulekha
Buying stud y is to through primary companies
Behavior for identify the survey and for make such
FMCG: An factor that structured marketing
Empirical responsible for questionnaire strategies
Study of consumer has been which create a
Rural buying designed to favorable
Haryana behavior of get the response environment
of consumers.
(2013) Rural consumer for rural
for FMCG in consumers.
Haryana

7. Qassim Consumer I. To examine This research It was found
M. Behaviour consumers is descriptive that the most

Shahbaz Towards preference in nature as Important
& Swati Selected Towards the study aims choice is taste
Agarwal FMCG (Fast various non- to find out the motive,
Moving Alcoholic Consumer followed by
Consumer beverages. Behaviour Health aspects,
Goods) in II. To about FMCG so Marketers
Delhi NCR analyze product. The should pay
. (2014) motives of study is Strong
different age carried out the attention to
group for Naturalistic this fact in
selection of Observation Designing
non-alcoholic Their
beverages. Marketing
Channels
preceded by
Health aspects.

8. Donkor CONSUME The paper The research The study
Jacob R CHOICE aimed to test methodology revealed that

& DIMENSIO The involves the influence of
Kwarteng N OF LOCAL relationship method used price on
AND
Collins
IMPORTED
Kanam FLOUR
(2014)
Et.al
among price, in collecting Purchasing

quality and data. It decision was
quantity in includes the high. It
the consumer presentation indicates that
choice of and analysis the influence
imported of data. Data of price on
flour and for the study Purchasing
locally was gathered decision of
produced from both flour was
flour. primary and present and
secondary Consumers
sources. Preferred
both imported
and locally
Produced
flour.

9. Kumar A, A Study on The purpose of The After analysis
H. this study is to they found that
factors instruments of
Hemanth
influencing investigate this study small
& S. Fran
consumer internal and involved two differences exist
klin John
buying parts: the first
external in the income
behavior in section of the
influences on level that
cosmetic instrument
consumers implies
Products consisted of
purchasing different groups
. (2014) forced-choice
decisions. prefer or
questions
opinion differs
about
demographic on consumer
characteristics buying
: gender, marital behavior.
status, age,
occupation,
monthly income
level. The
second section
variables
chosen for this
study in order to
measure the
influence of
consumer
buying
Behavior
Sekhar
10. B.V.N.
G.
Chandra
54
3.3 Scope of the Study:
The Study covers the consumer behavior for FMCG Product at ITC
Limited, Jaipur. ITC Aashirvaad has one store in prime location of
pink city. The study however focuses on branch of ITC Aashirvaad
located in C Scheme Jaipur.
The scope of the study will be to understand the consumer buying
behavior towards FMCG product carried at ITC Limited. This study
helps to the candidates to know about the consumer buying behaviour
and its influencing factor and also to know about the consumer buying
behaviour pattern of their product.
3.4 OBJECTIVES OF THE STUDY

● To know the consumer buying behavior of the FMCG
Products with reference to Aashirvaad flour of ITC
Ltd.
● To identify the nature of competition exists for the Product in
the FMCG industry.
84
● To analyze the distribution of Aashirvaad flour in Jaipur city.
● To know about the flour industry.
● To find the factors influencing the customer
buying behavior of Aashirvaad flour at ITC Ltd.
● To study the impact of advertisement on consumer.
RESEARCH METHODOLOGY
Research Methodology is a blue print of the Study conducted. The

purpose of this chapter is to focus on the methodology of the study and
the process and methods according to which the research was executed.
The outline of this chapter includes the statement of the research
problem, the Objectives of the Study, Hypothesis to be tested, the type of
Research Design and related methodology i.e. tools and procedures which
included the population of the study, sampling procedure and sample size,
conceptualization of the main concepts, data collection techniques and
data analysis techniques of the study.
This chapter outlines the research method used for this study, which
includes data collection, sample selection, type and contents of
questionnaire, processing of data and finally interpretation of the data.
The study embraces both qualitative and quantitative research approaches.
3.5 Research Instrument:
84

Questionnaire is the research instrument used here.
3.6 Sample Design:

A sample design is made up of two elements.
Sampling method. Sampling method refers to the rules and
procedures by which some elements of the population are

included in the sample. Some common sampling methods are
simple random sampling, stratified sampling, and cluster
sampling.
Estimator. The estimation process for calculating sample

statistics is called the estimator. Different sampling methods
may use different estimators.
3.6.1 Sampled Population for the Study
A population is a group of individuals, object or items from which

samples are taken for measurement. All items in any field of enquiry
constitute the universe. Here population refers to the number of
consumers and retailers who are using and selling various pens. The
sample population includes people from various categories like
Business Person, Service Person, Student, Housewife's Etc.
3.6.2 Sampling Area
It is the place where the sample is drowned. Here the researchers take
samples from various parts of Jaipur city.
3.6.3 Sample Size

84

The number of sampling unit selected from the Population is called the
size of the sample. The sample size selected was 50 respondents
3.6.7 Sample Procedure:

In the study we will do simple random sampling.
A random sample is a sample that is chosen randomly. It could be
more accurately called a randomly chosen sample. Random samples
are used to avoid bias and other unwanted effects.
▪ A simple random sample is a subset of a statistical population in which
each member of the subset has an equal probability of being chosen.
3.6.8 METHODS OF SAMPLE DESIGN

1) Data Collection (primary & secondary).
2) Graphical representation.
3) Data representation.
4) Select different market of Jaipur.
Method of Data Collection

The data has been collected in two ways.
Primary Data: Primary data are those, which are collected for the
first time, and they are original in character. A suitable combination of
Questionnaire techniques, &discussion with the respondents was used
to collect the required primary data.
Primary data gives higher accuracy and facts, which is very helpful for
any research and its findings.
The researcher has collected primary data from questionnaire (i.e.)
personal interview.
84

Secondary Data: The secondary data are those, which are already
collected by someone for some purpose and are available for the present
study. Secondary data was collected from the magazines, websites, and
other such sources.
84

3.6.9 Source of Data Collection:
The study is based on analysis and interpretation of a questionnaire
which was distributed to 50 respondents. The survey included open and
close ended questions.
The information about the new respondent who are open the shop
recently or in few days.
3.6.10 Collection of Data:

For collection of primary data, we went to the different market of Jaipur
city. For collection of primary data. We prepared a questionnaire to
know about the research. In this we meet the 100 respondents & ask
them different-2 question to complete the objective that we have to
done in the research objective. In collection of primary data, we use ITC
website, newspaper ITC report, market trend, magazine article & other
related information to complete the objective of research.
3.6.11 STATISTICAL TOOLS
USED PERCENTAGE METHOD
In this project percentage method test and used. The following are the
formula
Percentage of Respondent = No. of Respondents/ Total no. of

Respondent x 100
3.6.12. Data Tools & Techniques
Pie Charts, graphs, diagrammatic presentation and tables was used

as Statistical tools in the study to analyses the consumer behavior
towards Aashirvaad flour.
Tools: MS EXCEL is used for the study.
4.1 DATA ANALYSIS AND INTERPRETATION
84

The Analysis of data involves identifying the relations of quantified
information to the research problem in hand. Here percentage analysis
is the tool for analyzing the data and establishing a relationship between
the information gathered and the research problem.
INTERPRETATION
The process of drawing inferences from the analyzed data in a research

process is called as interpretation. It refers to the technique of drawing
inference from the collected facts and explaining the significance of
those inferences after an analytical and experimental study. It is a search
for broader and more abstract means of the research findings.
1. CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE ANALYSIS

SAMPLE SIZE DETAILS:
Sample Population: Business Person, Service Person, Student,
Housewife's Etc.
Sample Size: 50 Consumers
Which kind of flour do you use regularly?
Table 4.1 Types of Flour using by consumers
Sl. No
Category Number
1. Wheat Atta 46%

2. Multigrain 18%
Atta
3. Sugar 12%
control
84

4. Fortified 8%
Atta
5. Others 16%
Source: Primary data
Figure 4.1 Types of Flour using by consumer
Inference:
It can be revealed that 46% of the respondents use Wheat Flour.
And the next best usage is of Multigrain Atta by 18%, Other flour
are used by 16%. Sugar control and fortified Atta are least preferred
by the consumers in the modern or present market condition.
- Majority of the consumers prefers and uses wheat flour than any
other type of flour.
Q.1 Which brand of flour do you purchase?
TABLE 4.2 Most Preferred brands
Sl. No
Brand Number
84

1. Aashirvaad 38%
2. Shakti bhog 20%
3. Lakshmibhog 8%
4. Patanjali 16%
5. Others 18%
Fig.4.2 Most Preferred brands
Inference: From the above chart it has been analyzed that majority of
the consumers(i.e.) 38% of them prefer Aashirvaad as a brand to be
used which is followed by Shaktibhog, Patanjali & Others by 20%,
16% & 18% responses whereas Lakshmibhog flour is used by 8%
only.
- Aashirvaad flour is the most preferred brand among consumers than its
competitors.
Q.2 From where do you purchase flour?

TABLE 4.3 Places of Purchase
Sl. No
Type Number
1. Supermarket 40%
84

2. Local 32%
Kirana shop
3. Local Mill 12%
4. Online 6%
5. Others 12%
Figure.3 Places of Purchase
Inference:
- It can be analyzed from the above graph that out of the total
responses, 39% prefer supermarket as their place of purchase.
Q.3 What is important for you when buying flour?
TABLE 4.4 FACTORS INFLUENCING BUYING DECISION
Sl. No Characteristics Number
1 Price 14%
2 Brand Value 16%
3 Family Loyalty 4%
4 Certified by 6%
reputed agency
84

5 Quality 40%
6 Packaging 12%
7 Availability at 8%
nearby stores
Chart 1.4 FACTORS INFLUENCING BUYING DECISION
Inference: From the above graph that it can be identified that 40% of
consumer’s buying decisions are influenced by quality.
The price and brand value of flour have 14% and16% influence on
buying decision.
Q.4 What quantity of flour do you generally prefer to buy?
TABLE 4.5 Quantity of Flour

Sl. No
Quantity Number
1 1 kg 4%
2 2kg 16%
3 5kg 24%
4 10kg 38%
5 40kg 18%
Source: Primary Data
84

84

Inference
- It can be analyzed that 38% of the consumers prefer to buy

10kg flour and 24% of the consumer use 5kg flour.
Whereas the next most preferred quantity is 40kg &2kg flour. And
1kg flour is least preferred by the consumers.
- Consumer mostly favors and prefer their Quantity of 10kg.
Q.5 . Which advertising media influence you the most?

TABLE 4.1.6Types of Advertising Media
Sl. No
Media Type Number
1 Television 36%
2 Banner & 30%
Hoardings
3 Newspaper 6%
4 Internet 8%
5 Word of Mouth 20%
Source: Primary Data
84

Inference: It can be concluded that having almost 36% of the
responses are influenced by Television. The next most influencing
media is Newspaper impacting the buying decision. Banners &
hoarding, word of mouth, and internet is the least influencing among all
media.
TV Ads are the most influencing Ad impacting the buying decision of
different consumer segments.
Q.6 How much you like this brand?
Table 4.7 Opinion of customer
Sl No. Response Number
1 Strongly Like 44%

2 Do Not Like 4%
3 Strongly don’t Like 2%
4 Like This brand 28%
5 neutral 22%
84

Inference:
It can be revealed that almost 44% users strongly like this
brand, 4% and 2% of the respondents don’t like this brand.
Q.8.Have you purchase Aashirvaad Atta?
Table 4.8 Number of customers who have used Aashirvaad flour
1 Daily 6%
2 Weekly 30%
3 Monthly 36%
4 Yearly 8%
5 Never 20%
84

Figure 4.8
Inference: It can be concluded that 36% of respondents have used

Aashirvaad Flour On monthly basis and 30 % of respondents used
this flour on weekly basis. Majority of respondents used Aashirvaad
flour on monthly basis.
Q.9 Give a Rank the brand of flour according to your preference.
Table 4.9 rating of brand performance

TH
SI NO. BRAND 1ST 2ND 3RD 4TH 5
1 Shaktibhog 7 15 18 4 7
2 Aashirvaad 19 10 13 4 4
3 Patanjali 11 3 7 14 4
4 Lakshmibhog 5 9 9 19 8
5 Others 5 1 2 6 36
84

Figure 4.9
Inference: It is visualized that 19 respondents has given first rank and
10 gave Rank 2nd to Aashirvaad flour. Lakshmibhog brand is the
least preferred brand among consumers.
84

Q10. Why do you purchase the same brand?
Table 4. 10 Reason for brand loyalty
Category Number
S. No
1. High quality 44%
2. Brand Image 20%
3. Easy 18%
availability
4. Value for 14%
money
5. Others 4%
Figure 4.1.10
Inference: It can be revealed that 44 % of respondent’s reason for
brand loyalty is its high quality. Easy availability and Brand image
are the next reasons.
84

Q.10 Is this brand being trustworthy?
Table 4.11 Loyalty of brand

1 Strongly agree 48%
2 Disagree 6%
3 Agree 32%
4 Strongly disagree 8%
5 Others 6%
Figure 4.11
Inference: It can be concluded that 48 % customers trust this brand.

And 6% respondents disagree with the loyalty of this brand. So,
majority of the customers trust this brand
84

FINDINGS
There were a lot of different findings that came via this project report.
Some of those finding are as follows:
After conducting the consumer buying behavior towards Aashirvaad
flour in Jaipur city, we find that,
● It can be identified that Wheat flour is preferred most by the

consumers as compared to all other flours.
● Aashirvaad brand enjoys the market leader position and is also
preferred by the majority of the consumers as compare to other
brands.
● Most of the consumers prefer buy flour from supermarket.
● It has been found that Quality of a flour is the most influencing

factor for consumer buying decision.
● Most of the consumers generally prefer to buy10 kg flour on an
average basis.
● The Study revealed that 36% of the consumer are influenced by
Television advertisement are the most influencing media for
customers to buy flour.
84

● Amongst the surveyed customers only 36% use Aashirvaad flour
on monthly basis.
● Aashirvaad flour is highly ranked among all the different brands.
● Though there is no strong brand loyalty towards any brand, high
quality can make the customers to purchase the same brand.
● We also find that packaging of Aashirvaad is that better than its
competitor.
84

CONCLUSION
The project entitled “A Study of the Consumer Buying

Behavior of FMCG product” has helped in studying the
various aspects of consumer behavior especially towards
flour.
The study also helped in understanding and analyzing

customer satisfaction about services and products offered
to customers.
Every player in the flour industry is trying to cover
more market share than the other. So, the company must
be more alert providing high quality service and
awareness to customers.
The researcher hopes the company will find his findings
relevant and sincerely hope it uses his suggestions
enlisted, which he hopes will take them miles ahead of
competition.
84

SUGGESTION
These are the following suggestions: -
1. Company should decrease the rate of
Aashirvaad. Company should more work on
advertising of Aashirvaad. Company should also
work for its distribution.
2. Company should reduce the awareness of people

about ITC.
3. Company should start many scheme & offer

to increasing of Aashirvaad.
4. Company should also analysis its competitor’s strategy.
84

LIMITATIONS
A research study is never perfect. There is always some scope of

improvement in the study in the future. Thus, it becomes important to
critically evaluate the results and the whole study.
The present study has certain limitations that need to be taken into
account when considering the study and its contributions:
1. There a number of a factor, which affects consumer’s

perception about flour and is not possible to take all of them
into account.
Thus, this study is limited to
variable under consideration.
2. The research is based on the responses given by the

respondents, which may or may not be biased.
3. The results shown are relative in nature and are not absolute. In
other words, it is the perception of an average customer.
4. The research study was conducted within the limited duration of

time. So, a detailed and comprehensive study could not be made.
5. The study is limited.
6. The study is limited to some areas of Jaipur city.
7. No proper data was available about the stores in the city of

Jaipur.
8. As the nature of research was exploratory so it was difficult to

cover each and every consumer.
84
9. During research cost, time, resources and information are major
constraints. The time frame for the research was very limited.
10. The customers were not available most of the time when the survey was
conducted
outdoor.
The customers were reluctant and skeptic to answer the questions.
Future Plans for the study:
Today, the Aashirvaad brand stands for Atta and salt and is expected to
add suji, spices and rice in the staples segment. In the ready-to-eat
segment, Aashirvaad has been expanding the range and the latest
offering includes its combo packs of rice and gravies. Besides, an
all-purpose curry paste has also been included in the range. To make
success of any foods business, apart from understanding the palate, it
would be procurement and sourcing which have to deliver on two
fronts: mainly that of quality and efficiency. As for its ready to eat
category Kitchens of India (KOI), the company’s strategy is to expand
the KOI product portfolio. In this category, the company plans to
introduce new products to meet the evolving needs of consumers. This
premium brand is targeted at tourists, consumers who order at home,
NRIs and women in the age group 25 plus.
84

REFRENCES
Research Papers:
a. Gupta Kriti Bardhan (2009), consumer behaviour for food
products in India, 19th annual world symposium Indian
institute of management.
b. Nuntasaree S and Barry E. (2008), a model of male
consumer behavior in buying skin care products in
Thailand, ABAC Journal Vol. 29, No. 1
c. Mr. Kiran & Sulekha (2013) An Investigation of
Consumer Buying Behavior for FMCG: An Empirical
Study of Rural Haryana.
d. Deliya Mitul & Parmar Bhavesh (2012). “Role of Packaging on
Consumer Buying Behavior – Patna District” Global Journal of
Management and Business Research, Volume 12 Issue 10
Version 1.0 June 2012.
e. Broadridge Adelina & Morgan Henry (2007), consumer
buying behavior and perception.
f. Hyson Bytyqi, Mensur Vergara (2008), analysis of
consumer behavior in regard to dairy products in Kosovo,
Agric. Res., 2008, 46(3)
84

g. B.V.N.G. Chandrasekhar (2012) Consumer Buying
Behaviour and Brand Loyalty in Rural Markets: FMCG
h. Kumar A, H. Hemanth & S. Franklin john (2014) A Study
on factors influencing consumer buying behavior in cosmetic
Products.
i. Donkor Jacob & Kwarteng Collins Kankam
Et.al (2014) Consumer Choice Dimension of L ocal
And Imported Flour.
-Webliography:
● Wikipedia.org/wiki/ ITC Limited
● www.itcportal.com
● mbaskool.com
● www.economywatch.com
● www.google.com
● www.researchomatic .com
● www.shodhganga.com
Books
● Chopra Dr. P.k. Publisher: Dream Tech
press.,2011 Edition
● Kotler Philip ,12th Edition -2006 By Pearson education
● Ghosh k., Anmol Publications Pvt. ltd, New Delhi, Edition
1999.
84

QUESTIONNAIRE
Dear Respondents.
As part of the curriculum, I was required to do a research on consumer
buying behavior for FMCG products. I need to ask some important
questions in this regard, and I would be taking some of your valuable
time.
Name of the respondent:
Age:
Gender:
1. Which kind of flour do you use regularly?
a) Wheat Atta d) Fortified Atta
b) Multigrain Atta e) Others
c) Sugar release control
2. Which brand of flour do you purchase?

a) Aashirvaad d) Patanjali
b) Shaktibhog e) Others
c) Lakshmibhog
3. From where do you purchase flour?

a) Supermarket d) Online
84

b) Local kirana shop e) Others
c) Local mill
4. What is important for you when buying flour?

a) Price e) Quality
b) Brand value f) Packaging
c) Family loyalty g) availability at nearby stores
d) Certified by reputed agency
5. What quantity of flour do you generally prefer to buy?

a) 1 kg d) 10 kg
b) 2 kg e) 40 kg
c) 5 kg
6. Which advertising media influence you the most?

a) Television d) Internet
b) Banner and hoarding e) word of mouth
c). Newspaper
7. Have you purchase Aashirvaad Atta?

a) Daily d) Yearly
b) Weekly e) Never
84

c) Monthly
8. How much do you like this brand?

a) I strongly like this brand d) I like this brand
b) I do not like e) Neutrals
c) Strongly don’t like
9. Give a Rank the brand of flour according to your preference.

a) Shaktibhog d) Lakshmibhog
b) Aashirwaad e) Others
c) Patanjali
10. Why do you purchase the same brand?

a) High Quality d) Value for money
b) Brand image e) Others
c) Easy availability
11. Is this brand being trustworthy?

a) Strongly agree d) Strongly disagree
b) Disagree e) Others
c) Agree
84

84

RPR Report

Uploaded by

Copyright:

Available Formats

You might also like

RPR Report

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

RPR Report

Uploaded by

Copyright:

Available Formats

lOMoARcPSD|25197285

Nikhil verma BBA- Research report project-2

Financial Management (Sharda University)

Scan to open on Studocu

Studocu is not sponsored or endorsed by any college or university

A STUDY ON CONSUMER BUYING BEHAVIOR FOR FMCG PRODUCTS

Submitted in Partial Fulfillment Of the requirement

Submitted by: Under the guidance

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

Every project big or small is successful largely due to the efforts of

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

The report is an earnest endeavor made to understand the behaviour of consumer

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

S.no Particulars PAGE

5 Data Analysis and Interpretation 59-71

6 Findings, Conclusions and 72-77

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

4.1 Types of Flour using by consumers.

4.2 Most Preferred brands

4.3 Places of Purchase

4.5 Quantity of flour

4.7 Opinion of Customers

4.9 Rating of brand performance

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

Figure No. TITLE

2.1 Product mix of ITC

4.1 Types of Flour using by

4.3 Places of Purchase

4.7 Opinion of customers

4.8 Users of Aashirvaad flour

4.9 Rating of brand performance

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

1.1 Marketing concept:

Marketing is the communication between a company and the

The techniques used in marketing include choosing target markets

From a societal point of view, marketing provides the link between a

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

Services marketing relates to the marketing of services, as opposed to

❖ Inseparability - The customer cannot be separated from the

● Intangibility - It does not possess material form, and thus

● Service Products - Those pure services or major

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

different. Furthermore, the use of a service is inherently subjective,

❖ Involvement – customer can tailor the service while using it (e.g.

Right-time marketing is an approach to marketing which selects an appropriate

Guerrilla marketing is an advertising strategy in which low-cost

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

Digital marketing is an umbrella term for the targeted, measurable, and

Psychological marketing deals mainly with intangible aspects of

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

The ultimate objective of all production is consumption for the

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

lack of consistency in groups which are homogeneous in parameters of

Downloaded by Nitesh Tiwari (2022niteshtiwari@akgim.edu.in)

2.1 COMPANY OVERVIEW

ITC is one of the India`s foremost private sector companies with a